Originally Posted by
Mick P
The simple reality is that Rolex is not overpriced. Watches go straight from the AD at RRP to either a private buyer or a grey dealer, both of whom, can readily sell it on and will make a greater profit on it than Rolex themselves.
To give an example, the latest SS Skydwellers retails at around £9k +. This is a solidly built watch that tells you the time on the second, minute, hour, day and month. It also has a GMT function and only needs re adjusting on the last day of February.
That is approaching PP standard where the average price is around £33k.
Since Rolex cut back on volumes, their desirability and prices have risen and Rolex have succeeded in enhancing an already successful brand image.
I would be delighted with that if I was a shareholder in Rolex.